Research On The Promoting Strategy Of Leisure Farm Landscape Based On Tourism Motivation And Tourist Satisfaction

With the promotion of industrialization and urbanization, as well as the increase of urban population density, which causes the urban ecological environment facing increasing challenges. The urban haze comes out frequently, the groundwater resources reduce with each passing day, and the heat island effect gets worse year after year. The city, coupled with the fast pace but boring of life and the large work pressure, filled with reinforced concrete, brings heavy psychological depression and spiritual imprisonment of to the people living in.Therefore, an increasing number of people are longing for returning to traditional rural life after getting rich. They are eager to enjoy clean air, healthy food in nature, and experience a slower pace of life. The Leisure Farm with the natural beauty and rural farming experience meet the most of the city’s spiritual needs, and the tourism and leisure farms emerged in recent years has become more and more popular tourist destination.Regarding landscape as an aesthetic object reflects the sense of beauty directly and objectively at leisure farm. The landscape not only supports a sightseeing environment for visitors, but also supports a multifunctional platform with popularization of science, entertainment and health maintenance function. The favorable landscape will make people feel relax, so as to improve the satisfaction of tourists to the farm. However, tourists with different travel motivation have diverse landscape expectations in leisure farm, we should grasp the travel motivation to acquire the tourists’ demand to environment, and then reform and manage the targeted farm landscape, make the leisure farm environment satisfying the need of modern tourists.In this study, tourism motivation and visitor satisfaction theories were used to build a leisure farm landscape evaluation model and proposed hypotheses. The questionnaires survey was conducted in The Suzhou Taihu Green Farm, and the factor analysis, correlation analysis and other data analysis were used through the SPSS software. The results suggested that:(1) By means of descriptive analysis, we acquired the basic tourist information and travel information including the main motivation of communication and relax, and peasant family experience for visitors. The correlation analysis made model hypothesis verified. Through the factor analysis of tourism motivation, we deleted the original scale of the "Meet nostalgia" targets, and classified the remaining 11 indicators as communicative relax, farm experience, cheap but convenience and learning willingness, and also improve landscape evaluation model.(2) By means of regression analysis, we tested on the landscape experience index and tourists’satisfaction. The results showed that, the entrance landscape, agricultural theme landscape construction, manner of service staff, unique landscape node and beautification of agricultural facilities, these five parts of landscape renovation could promote to improve the tourist satisfaction.(3) Analyzed on tourist motivation and landscape expectations, we concluded that visitors with different tourist motivation demanded diverse farm landscape. Visitors with communication and relax motivation may pay higher attention to the overall landscape and service level; visitors with peasant family experience motivation may attach importance to rural landscape and farm experience; visitors with learning willingness hope to learn agriculture knowledge under better service quality and beautiful landscape; while visitors who care about convenience and inexpensive price may pay attention to the landscape details and the overall sense of beauty.(4) By means of importance-performance degree analysis on the findings of 20 landscape experience indexes in Green Farm, we concluded that the plant color, aspect change and 3 other indexes located in the first quartile (the keeping area); water feature beautiful degree and other 5 indexes located in the second quartile (the oversupply area);the overall style coordination degree of building and 5 other indexes located in the third quartile (the priority lower area); the decoration of rural characteristic environment and 7 other indexes located in the fourth quartile (area in urgent need of improvement).Combined with above analysis results, we proposed the landscape enhancement strategies of the Green Farm. The strategies mainly included these five aspects:understanding tourist motivation and shaping the landscape image; improving landscape detail and highlighting the rural character; focusing on farming culture and blending elements of Taihu Lake; emphasizing on conservation and creating a natural, beautiful land; strengthening the maintenance, management and service quality of the farm.